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The diversity of consumer preferences among European countries opens the market for different business models and channel strategies. "The report notes that energy management is very popular in Denmark, where electricity costs are high. In the U. K. , security and home monitoring are popular entry level features among consumers. Service providers can offer home controls solutions directly to the consumer or offer the services to a partner such as a utility or OEM, which then provides the service to consumers. Multiple telecoms are launching home controls solutions, using a variety of business models. Deutsche Telekom is investing in energy specific service platforms, with partners including Miele, Samsung, and digitalSTROM. Similarly, Swisscom and iControl Networks have a strategic partnership to deploy a sophisticated home automation and monitoring solution. Telefónica has announced its "Thinking Things" machine
to machine M2M solution for connecting all types of devices to the Internet in order
to automate functions. The report analyzes the different approaches and features consumer data for a variety of European countries:23% of broadband households in the U.